Trailing 12-mo joins
432
new memberships started
Trailing 12-mo cancels
323
members lapsed or churned
Net growth
+109
1,144 → 1,290 members
Current month
+1
31 joins · 30 cancels
Monthly flows
New joins vs. cancellations
Cumulative member base
12-month trajectory
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What the trajectory says
Thornridge is in slow-growth territory. The club expanded by +109 members across the past 12 months — net positive, but the gap narrowed sharply over winter as post-holiday cancellations briefly outpaced joins.
The April spring shipment lifted both joins and revenue. Sustaining growth into Q3 will hinge on summer tasting-room conversion and Discovery-tier upsell to Estate Select.
Avg monthly joins36.0
Avg monthly cancels26.9
Net add per month+9